PENGARUH PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN MELALUI FAKTOR BUDAYA DI KABUPATEN LAHAT

Abstract

This study aims to determine and analyze the influence of products and promotion of the decision to purchase instant noodles through cultural factors as an intervening variable in Lahat District. The research design used in this study is descriptive explanatory research with a quantitative approach. The analytical method used is quantitative and qualitative methods. The variables used are 2 independent variables namely Product and Promotion variables and the dependent variable is the Purchase Decision plus the intervening variables namely Cultural Factors. Data samples used in the study were 367. The analytical tool used was the classical assumption model test, path analysis, and hypothesis testing.Based on the results of the study found that: (1) Products have a significant positive effect on cultural factors; (2) Promotion has a significant positive effect on cultural factors; (3) Products have a significant positive effect on Purchasing Decisions; (4) Promotion has a positive and insignificant effect on Purchase Decisions; (5) Cultural factors have a significant positive effect on Purchase Decisions; (6) There is a mediating influence on the cultural factor on the indirect influence of the product on the purchase decision; and (7) There is a mediating influence on Cultural Factors on the indirect influence of Promotion on Purchase Decisions